30 Sep Digital advertising, new perspectives and new targets

On 14 and 15 September this year, the city of Cologne hosted the Dmexco fair devoted to corporate digital marketing. This was the occasion for the release of the latest study figures of Adobe Digital Insights relating to digital advertising. This report also included the fact that over 60% of visitors to web sites find their way there by way of…advertising!

Targeted advertising increases traffic

Not with standing a general reduction in traffic, certain sites managed to emerge relatively unscathed and showed an increase of 8% compared to their European competitors, and 36% in relation to those in the USA. How is this possible? These results were achieved thanks to targeted advertising, and especially by social networks and paid search results. Using these methods, these particular sites displayed a more personalised advertising content, which is appreciated by internet users.

Despite this, Europe is lagging behind the North American continent, where a more aggressive approach regarding digital marketing and targeted advertising is implemented. In Europe, more than 75% of visitors still find their way to web sites thanks to organic search results or links from other sites; and not from advertising.

The French and digital advertising

The French have always held an ambiguous position regarding advertising. Relatively wary, they hesitated right up until the present in providing personal information. Recent surveys, however, do point towards a reversal of this trend, particularly with the under 35’s. Only 12% of the French use an adblocker today, to avoid boring and non-targeted advertising. However, the French do not appreciate advertising that starts automatically with music: more than 60% of the French have an aversion to this.

If the French have nothing against mobile advertising, they are however very critical towards its use. In effect, more than 59% feel that advertising is not adapted to their wishes or needs, and moreover 55% indicate that the advertising has no relation to the site they are currently consulting. In the case of young people, this trend is a little less obvious, since 43% consider that mobile advertising is adapted to their needs and desires. The last Harris Interactive study also revealed new tendencies: today’s internet users insist on a less obtrusive advertising. Consumers wish to choose what they watch, and they are at last expecting a type of remuneration.

Yes, internet users are extremely aware that their personal data is very precious for marketing proffesionals, and from now on they want to be compensated for this. Up until now, visitors were invited to provide their data, but have rarely received any advantages for this. The digital advertising world is undergoing a minor revolution and brands are forced to adapt. More than 60% of the 18-24 years age group state that they expect a compensation in exchange for their personal data, and this could take different forms: discounts, special offers, bonus etc. The latest form of remuneration is also about to see the light of day, and involves free access to certain sites or articles that are generally charged for.

Hence, we can see that digital marketing still has room for improvement in France. This will be made easier by the younger generations of internet users. The last-named, with their navigating habits, are perfectly adapted to advertising and targeting, unlike their elders.